marketing.scienceconsulting group, inc.
Humans Sleep
Fraud Bots Don’t
July 2014
Augustine Fou, PhD.
http://linkd.in/august...
July 2014 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Normal Weekday vs Weekend Pattern
weekends wee...
July 2014 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Human Pattern vs Bot
Normal traffic pattern fo...
July 2014 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Typical Hour-of-Day Pattern
humans sleeping
hu...
July 2014 / Page 4marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Device Use By Time of Day
Source: https://s3.a...
July 2014 / Page 5marketing.scienceconsulting group, inc.
Dr. Augustine Fou
App Usage By Time of Day
Source: http://info.l...
July 2014 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
% of Video Time
Source: Nielsen Cross
Platform...
July 2014 / Page 7marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Humans Sleep At Night
Hourly traffic charts sh...
July 2014 / Page 8marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Humans Find Websites and Webpages via Search
h...
July 2014 / Page 9marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Hour-of-day patterns - Search vs Sourced Traff...
July 2014 / Page 10marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Same amount of traffic each day, very high bo...
July 2014 / Page 11marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Digital Consigliere
“I re...
July 2014 / Page 12marketing.scienceconsulting group, inc.
Dr. Augustine Fou
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Humans Sleep At Night Bots Dont Fraud Research by Augustine Fou

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Bots that are used to commit fraud can do so 24/7. Looking at analytics, we can see that the normal daily and hourly traffic patterns for humans is very different than that for bots.

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Humans Sleep At Night Bots Dont Fraud Research by Augustine Fou

  1. 1. marketing.scienceconsulting group, inc. Humans Sleep Fraud Bots Don’t July 2014 Augustine Fou, PhD. http://linkd.in/augustinefou acfou @ mktsci .com 212. 203. 7239
  2. 2. July 2014 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou Normal Weekday vs Weekend Pattern weekends weekends weekends weekends weekdays weekdays weekdays weekdays Natural website pattern is weekends have lower traffic
  3. 3. July 2014 / Page 2marketing.scienceconsulting group, inc. Dr. Augustine Fou Human Pattern vs Bot Normal traffic pattern for weekday vs weekend (2 weekend days are lower) Something is strange here because daily traffic should not be exactly the same from day to day (i.e. no normal weekday vs weekend cyclces) Natural website pattern is weekends have lower traffic
  4. 4. July 2014 / Page 3marketing.scienceconsulting group, inc. Dr. Augustine Fou Typical Hour-of-Day Pattern humans sleeping humans awake; visiting websites
  5. 5. July 2014 / Page 4marketing.scienceconsulting group, inc. Dr. Augustine Fou Device Use By Time of Day Source: https://s3.amazonaws.com/static2.chartbeat.com/quarterly/Fall-2014-Quarterly.pdf
  6. 6. July 2014 / Page 5marketing.scienceconsulting group, inc. Dr. Augustine Fou App Usage By Time of Day Source: http://info.localytics.com/blog/app-usage-peaks-at-8pm
  7. 7. July 2014 / Page 6marketing.scienceconsulting group, inc. Dr. Augustine Fou % of Video Time Source: Nielsen Cross Platform Report March 2014
  8. 8. July 2014 / Page 7marketing.scienceconsulting group, inc. Dr. Augustine Fou Humans Sleep At Night Hourly traffic charts show lower traffic at night (as expected because humans sleep at night) Unusual traffic patterns with no normal night time trends visible, likely due to bot activity
  9. 9. July 2014 / Page 8marketing.scienceconsulting group, inc. Dr. Augustine Fou Humans Find Websites and Webpages via Search humans find sites via search, during waking hours Bot traffic adds anomalous spikes to pattern total traffic search traffic unfiltered traffic (includes bot activity) Sunday Monday Tuesday Wednesday Thursday Friday Saturday
  10. 10. July 2014 / Page 9marketing.scienceconsulting group, inc. Dr. Augustine Fou Hour-of-day patterns - Search vs Sourced Traffic search traffic sourced traffic provider 1 search traffic sourced traffic provider 2 Humans find site via search, and come during waking hours; sourced traffic (orange) comes at odd hours Sunday Monday Tuesday Wednesday Thursday Friday Saturday
  11. 11. July 2014 / Page 10marketing.scienceconsulting group, inc. Dr. Augustine Fou Same amount of traffic each day, very high bounce-rate 6 am5 am 2 am 3 am 3 am 2 am 3 am 18396 sessions 162 184 178 159 156 Sunday 85% avg bounce rate; 100% peak bounce rate total traffic sourced traffic Monday Tuesday Wednesday Thursday Friday Saturday
  12. 12. July 2014 / Page 11marketing.scienceconsulting group, inc. Dr. Augustine Fou Dr. Augustine Fou – Digital Consigliere “I research ad fraud so I can advise clients on how to detect and mitigate it. This has the most direct impact on the ROI of their digital marketing programs (i.e. Reducing ad waste due to fraud).” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
  13. 13. July 2014 / Page 12marketing.scienceconsulting group, inc. Dr. Augustine Fou Related Articles http://www.slideshare.net/augustinefou/how-click-fraud-search-ad-fraud-works-analysis-by- augustine-fou http://www.slideshare.net/augustinefou/proof-positive-click-fraud-impacting-retailers-by-augustine- fou http://www.slideshare.net/augustinefou/proof-positive-click-fraud-sites-investigation-by-augustine- fou http://www.slideshare.net/augustinefou/ad-fraud-estimates-by-augustine-fou-technical-forensics- 32293935 http://www.slideshare.net/augustinefou/fake-traffic-site-examples-2014-augustine-fou

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